Key words: Closed Loop System, Current Control, Dc-Dc Converter, Photovoltaic Cells

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1 doi: / Research on the Influence Factors of Customer Online Shopping Satisfaction under B2C E-business Mode Chen Chen Chongqing City Management College, Chongqing ,China Abstract: With the rapid development of the Internet, the e-commerce model is gradually mature, Online retailing has become the main sales channel and development model of enterprise. In this paper, the author analyses the influence factors of customer online shopping satisfaction under B2C E-business mode. Based on the questionnaire survey of online shoppers, this paper sums up the factors that influence the customer satisfaction of online shopping, and makes an empirical test. The result shows that website quality, payment security, product value and service value will influence the customer satisfaction. Same to the traditional shopping, online shopping customers also pay great attention to the value of the product and the perception of service. At the same time, the higher the customer perceived security, the higher the satisfaction. Key words: Closed Loop System, Current Control, Dc-Dc Converter, Photovoltaic Cells 1. INTRODUCTION In recent years the vigorous development of electronic commerce, the electronic commerce mode gradually mature, the basic realization of the business flow, logistics, capital flow, information flow integration, all-round development (Freund, 2004; Fritsch, 2015). At the same time, consumer awareness gradually increased, the existing consumption patterns no longer meet the growing demand for personalized(cumming, 2010). Consumer based B2C model gradually bred. From the consumer experience, the analysis of large data organized B2C e-commerce enterprises on the basis of consumer shopping path, and analysis of accurate feedback to the third party or business enterprise subordinate enterprises for personalized production, thus creating a consumer demand for self driving development mode. With the development of the Internet, online shopping presents a rapid development trend, the network retail has become the main product sales channels and development model(litan, 2001; Czernich, 2011). However, with the increase in the number of sites, increasing the number of users to buy channels, more diverse choices lead to a significant decline in the user's loyalty to a single site. Therefore, it is very important to explore the driving factors of customer satisfaction in China's online shopping environment. B2C mode of online shopping, refers to the use of corporate infrastructure and network platform provides a new shopping environment for customers, and thus to carry out the business and trade activities, specifically through customer access and browse the web site or business enterprises in the online trading platform website, commodity browsing and hoof(jorgenson, 2008; Ni, 2016). And the use of payment platform, safety platform technical support system to realize the online purchase of goods or services, the enterprise through the placing of a corresponding system of the goods to the hands of customers(kim, 2014; Zheng, 2014). According to the network shopping in real life and experience with other online shopping user interviews, summarized the various factors affecting the mode of online shopping customer satisfaction, influence factors of influence customer satisfaction of online shopping model verification, the impact of various factors and influence degree are discussed and analyzed, and puts forward the reasonable countermeasures and suggestions to in the same enterprise network retail transactions and brake drops of how to improve the network increasing customer satisfaction of enterprise purchase mian. 2. B2C E-COMMERCE AND CUSTOMER SATISFACTION 2.1. B2C e-commerce model Because of its history of network shopping late development period is short, the domestic and foreign research on customer satisfaction of online shopping is not a lot of literature, and the existing literature has not B2C, C2C mode to distinguish research, leading to the relative lack of research on the mode of online shopping customer satisfaction theory, but very little reference for e-commerce enterprises(wang, 2013). Based on the theoretical study of the existing literature on the impact of customer satisfaction factors comprehensive analysis and combing process of online shopping, constructed specifically for the B2C mode theory model of online shopping customer satisfaction, obtain factual information through experience, interview and questionnaire investigation method, and analyzing the information and the data for empirical analysis, verify the influence 275

2 factors of the B2C mode of online shopping customer satisfaction, provide a new reference for other scholars to conduct relevant research in this field. Figure 1. B2C online shopping The development of e-commerce and online shopping brings profit growth, which requires companies to explore ways and strategies to improve customer satisfaction and loyalty. Most scholars believe that customer satisfaction has a positive impact on customer loyalty, which is also the basis of customer loyalty. More and more enterprises to participate in e-commerce mode, the electricity supplier model for the enterprise to bring more convenience and benefits, but there are also a variety of problems. Different from the traditional shopping form, in the process of online shopping, the customer could not see or touched the actual goods, does not lead to true perception of the goods, so the shopping process there are a lot of uncertainty, this uncertainty will happen events make the actual experience and customer expectations of customers have a gap, if the enterprise can not solve customer encountered in the process of online shopping problems timely, emotional or cognitive attitude of customer dissatisfaction will produce, and will be reflected in the form of complaints. The main problems of the current model of online shopping in the following areas: 1) First, the site needs to further enhance the quality of service. At present our country electronic commerce enterprise website lack of specialized and systematic service system, in the process of online shopping, the customer will encounter a lot of problems paying poor, slow delivery, return to the enterprise, customer service service is not in place. The current quality of service can not fully meet the requirements of online shopping customers. 2) Second, the security of the transaction site needs to be improved. Due to the openness of the Internet, electronic information can be copied and other Internet vulnerabilities, people on online shopping payment security lack of awareness, customer information disclosure, account theft cases have occurred, the illegal phenomenon led directly to the customer does not trust the site, allows users to trust degree the electronic commerce enterprise is greatly reduced, which hindered the rapid development of online shopping market. 3) Third, e-commerce enterprises need to further establish a good corporate image. In the process of online shopping, the customer will choose the corporate image and good reputation of the enterprise website, the quality they tend to rely on these enterprises to provide goods and services, with a good corporate website satisfaction is generally higher. At present, China's e-commerce business awareness in this area is slightly weak, need to be further strengthened. Based on the above analysis, to improve the quality of online shopping service, improve the security of online shopping transactions, and establish a good corporate image, is the electronic commerce enterprises to improve customer satisfaction of online shopping should focus on hand. Therefore, the influencing factors of the B2C mode of online shopping customer satisfaction investigation and analysis, and put forward the countermeasures and suggestions to enhance customer satisfaction, has guiding significance and practical value for the development of e-commerce business in china. 276

3 Figure 2. Electronic business service quality 2.2. Customer satisfaction Customer satisfaction can promote customers to repeat purchase behavior, the majority of domestic and foreign scholars and experts to conduct research on the theory of customer satisfaction, extensive and in-depth, including the model of customer satisfaction, customer satisfaction and customer loyalty, service quality, enterprise performance and other related research, the research of customer satisfaction and so on. Figure 3. Customer satisfaction The rapid development of Internet technology, e-commerce has greatly promoted the online shopping boom, more and more customers began to go shopping in the network environment. However, due to the low cost of online shopping, and easy access to the information provided by the various businesses to cause the enterprise to maintain the customer's difficulty, then online shopping customer satisfaction is particularly important. The research on the customer satisfaction of online shopping is different from the traditional shopping, which not only takes into account the influence factors of the traditional shopping, but also considers the factors of the internet. In general, relatively broad range of customer satisfaction of online shopping environment, and the influence of customer satisfaction in B2C mode of online shopping is the main factors of evaluation research, e- commerce category in the B2C mode of the electronic commerce website or business as the main research object, analyses the related theories and models in the customer satisfaction, evaluation index system of customer satisfaction, and customer satisfaction of online shopping under the mode of B2C factors for evaluation, and the quantitative calculation and related research. 277

4 Customer satisfaction of online shopping B2C mode refers to the consistency of the actual experience of customers purchasing goods or service in the mode of website produced and on the site before the purchase of goods or services and to meet customer expectations, the emotional needs and individual needs etc.. The relationship between the importance of customer and customer satisfaction of online shopping perception, the results found that the influencing factors of online shopping customer satisfaction: site reliability, information quality, entertainment, convenience and speed of the site, they believe that these factors will not only affect the degree of customer satisfaction, the customer choose e-commerce site an important role. Some scholars have studied the main factors affecting online shopping customer satisfaction of B2C e-commerce model, using empirical factor analysis and multiple linear regression analysis method, and verifies the effect of customer satisfaction factors and the role of strength, results: payment delivery, customer service and response speed, transaction capability, security and privacy, commodity characteristics, information quality and web design will have an impact on customer satisfaction, and their influence is gradually weakened in this order. The research shows that the reliability and safety of website, reactivity and website design will have significant influence on the service quality and customer satisfaction, and the reliability and safety of the customer's purchase intention will have a significant impact on customer satisfaction, and the influence of individual role is not significant, it will not affect the customer's purchase intention. 3. MODEL CONSTRUCTION AND RESEARCH HYPOTHESIS 3.1. model building In the relevant theoretical research achievements of the predecessors and the comprehensive analysis and Research on the basis of summing up, this paper builds a research model including latent variables: website quality, payment security, product value, service value, customer trust, customer satisfaction. The website quality, payment security, service value, product value are the initial variables, customer trust is the intermediary variable, and the outcome variable is customer satisfaction. Web site quality: refers to the quality of service that people feel in the process of contacting with e- commerce enterprises. Payment security: refers to the customer in the online shopping process, its personal private information, consumer behavior data and online payment transaction data will not be accessed because of this site is free to disclose; Product value: refers to the customer's subjective evaluation of the products or services purchased, including the quality of the product, price and price perception; Service value: refers to the entire process of online shopping, customer perception of the service quality, including customer information on the website of the website quality, efficiency, responsiveness, interactivity, and subjective evaluation of logistics service quality; Customer trust:refers to the customer's trust in the shopping site, which is a measure of the degree of trust in the site's security, privacy, and the quality of the product or service provided by the site; customer satisfaction:it is the customer's emotional reflection or subjective evaluation on the online shopping experience, which determines whether the customer will choose the website again Research hypothesis In the virtual environment of online shopping, the shopping process is accomplished through information technology and operation, trading of goods or service is invisible, so the credibility of e-commerce websites is very important. Typically, e-commerce business people tend to trust and good corporate image, because in the customer's mind, has the good image of the enterprise, the relevant information they provide products or services more authentic, reliable product quality and customer service service are trustworthy, and the customer privacy protection, logistics and other aspects are also able to provide security. E-commerce companies want to attract and retain customers, we must continue to improve the quality of goods and services, so that customers have a higher degree of satisfaction after the purchase, in order to enhance their reputation. In reality, the same as traditional shopping, e-commerce environment of enterprise website better quality of the electronic commerce website, the general also has a higher customer satisfaction, enterprise website quality will have a certain impact on customer satisfaction. Thus we put forward the following hypothesis: H1: E-commerce website quality has a positive impact on customer satisfaction A big obstacle for the development of online shopping is the impact on customer site security concerns, people worry about their personal information and privacy information was leaked, online payment transactions 278

5 and lack of adequate security also led to the customer doesn't like shopping on the internet. Thus we put forward the following hypothesis: H2: the higher the perceived safety of e-commerce websites, the higher satisfaction. Consumers are most concerned about the value of the product, including product quality and price. If consumers perceive the product price is high, the satisfaction is high, consumers will choose the electronic commerce website again repeat purchase, or word-of-mouth publicity, recommend other relatives and friends on the site of consumption. Thus we put forward the following hypothesis: H3: consumer perception on a web site to buy the product value is high, then the higher satisfaction. Shopping network in the virtual environment, customers can easily compare the price of the product, to have the same price, the web services provided by the value will bring extra competitive advantage for the product. The electronic commerce website can improve the interaction with customers, personalized service, perfect customer service service and effective logistics distribution system, will affect the customer perception of the value of services provided, will ultimately affect the customer satisfaction. Thus we put forward the following hypothesis: H4: the higher the value of the service provided by the e-commerce website, the higher the customer satisfaction. 4. EMPIRICAL RESEARCH 4.1. Questionnaire Before the formal study, we consulted a large number of documents, conducted in-depth literature study, and had a thorough interview with the students and the community who had experienced online shopping. On the basis of literature research and interviews, we designed a preliminary questionnaire. In order to check whether all the questions the meaning clear, the wording is accurate, test questions in the questionnaire to measure whether each concept of our study, we conducted a preliminary investigation, understand the respondents to the questionnaire in the understanding of the problem, and according to the opinion of the questionnaire revised many times, and the final use of questionnaire. In order to ensure the reliability and validity of the questionnaire, the questionnaire design is mainly based on the translation and revision of the scale of the previous studies. Table 1. Questionnaire index variable Serial content Website quality WQ1 user interface is good, you can quickly and easily find the goods needed WQ2 pay more attention to the quality of enterprise website service personnel WQ3 site physical information timely and reliable Payment security PS1 website online payment method is relatively safe PS2 website focuses on privacy protection Product value PV1 shopping sites have a price advantage compared to the physical store PV2 the product of the shopping site is consistent with my expectations Service value SV1 Be able to timely feedback customer opinion SV2 deliver the goods to the designated location in a timely and accurate manner SV3 Be friendly to customers Customer trust CT1 believes that the product is high quality CT2 if there is a problem in the transaction, the site will try to help and solve Customer satisfaction CS1 I am satisfied with the products on the website CS2 I am satisfied with the service of the website The sample of the survey is mainly college students and staff. Taking into account the time and cost factors, the main choice of college students and some of the company's staff in the questionnaire. The issuance of the 279

6 questionnaire has taken the field distribution and network issued in the form of field distribution to complete through the issuance of paper questionnaire and on-site recycling questionnaire issued by the network electronic version of an distribution and recovery. During the formal investigation questionnaires 1000 copies, 865 copies of questionnaires, the questionnaire due to large amount of missing data to statistics, thus removed, the final effective questionnaire 742, effective questionnaire rate is 74.2% Confirmatory factor analysis Reliability test is a test of the reliability of the questionnaire data, refers to the same method used to measure the same object when the results are consistent with the degree of repeated. Table 2. Reliability Analysis variable Cronbach coefficient Number of items Website quality Payment security Product value service value Customer trust Customer satisfaction In the analysis of structural equation model, confirmatory factor analysis is the most basic measurement part, it is the assumption that measuring the relationship between test variables and latent variables, it can be used in the measurement of project validity and confirm the validity of the theory. In addition, as the structural equation model a model, confirmatory factor analysis can be used in addition to inspect and confirm the factor structure, can also integrate with other models, a structural equation model analysis complete. In order to test the validity, this paper uses statistical software to analyze the potential and independent variables of the hypothesis model. It can be seen from the table that the standardized load coefficients of all the items of the potential independent variables are higher than that of all the items, which are statistically significant. Therefore, it is considered that the measurement of potential independent variables of website quality, payment security, product value and service value has good validity. Table 3. Confirmatory factor of independent variable variable Survey item Factor load residual composite AVE reliability Website WQ ** quality WQ * WQ * Payment PS ** security PS ** Product PV *** value PV ** service value SV SV SV In the process of software operation, the maximum likelihood method is used to estimate the model parameters. It can be seen that all the paths of the theoretical model of online shopping customer satisfaction in this study have been tested by the significance test. Table 4. structural equation model Route Standardized T value P value coefficient Customer satisfaction Website quality Customer satisfaction Payment security Customer satisfaction Product value Customer satisfaction service value

7 5. CONCLUSION This study first reviewed and review of previous literature, summarizes the influencing factors of the evaluation model of customer satisfaction and customer satisfaction of online shopping, based on the proposed hypothesis model of the influencing factors of customer satisfaction of online shopping mode. The research results, in the mode, product value, service value, website security other factors will have a significant impact on customer satisfaction, which is consistent with previous research findings. Like the traditional shopping, customers pay more attention to the value of the product and the perception of the service in the shopping process. The higher the value of the customer's perceived product, the better the service quality, the higher the customer satisfaction. Because of the virtual nature of the network, security is the most important guarantee of online shopping, the security of the shopping site will affect the customer satisfaction. The higher the security of customer perceived shopping website is, the higher the satisfaction is. ACKNOWLEDGEMENTS This work was supported by the projects of Scientific and Technological Research Program of Chongqing Municipal Education Commission(Grant No. KJ ). REFERENCES Cumming, D., Johan, S. (2010) The differential impact of the internet on spurring regional entrepreneurship, Entrepreneurship Theory and Practice, 34(5), pp Czernich, N. (2011). Broadband infrastructure and economic growth, The Economic Journal, 121(552), pp Freund, C., Weinhold, D. (2004) The effect of the Internet on international trade, Journal of International Economics,62 (1), pp Fritsch, M. (2015) Business cycles, unemployment and entrepreneurial entry-evidence from Germany, International Entrepreneurship and Management Journal,11 (2), pp Jorgenson, D. Ho, M. (2008) A Retrospective Look at the US Productivity Growth Resurgence, Journal of Economic Perspectives, 22 (1), pp Kim, Y., Orazem, P. (2014) Broadband Internet and New Firm Entry in Rural Areas, Iowa State University working paper, pp Litan, R.E., Rivlin A. (2001) Projecting the Economic Impact of the Internet, The American Economic Review: papers and proceedings, 91 (2), pp Ni, P., Lu, M.(2016) Market Access for Mass Entrepreneurship: Empirical Research Based on Microeconomic Data, The Journal of World Economy, (04), pp Wang, X., Yu, J. (2013) Business Environment Index for China's Provinces 2013 Report, China CITIC press, pp Zheng, S., Zhou, L. (2014) Telecommunications Infrastructure and Chinese Economic Growth, Economic Research Journal, (05), pp